As she announced the new measures, Public Health Minister Dawn Primarolo said there was no need to subject all baby milks to a total advertising ban because "infant formula is not junk food". However the new Food Standards Agency guidelines should ensure that baby milk is not described by manufacturers in any way which "undermines" breastfeeding.
Charities such as the National Childbirth Trust had accused baby milk makers of using their "follow-on" ranges, for babies aged between six months and two years, to promote milk for newborns. They argue that the adverts can seem vague about the product they are marketing. Because the containers look similar, the adverts may end up promoting the newborn milks in the minds of parents as much as the follow-on milks.
Under the new regulations, follow-on milk adverts must make clear the product is for older babies, and the brand must not be the focus of the advert. In the shop, containers of follow-on milk must be suitably packaged so as to make clear they are a different product from the milks for younger babies.
There were already stiff restrictions on the advertising of milk for newborns. The new regulations close a final avenue of promotion via the health service, but this was in any event thought to be little used by manufacturers. The new legislation comes into effect at the start of next year.
Expressing her disappointment at the the decision not to ban follow-on adverts, Belinda Phipps, chief executive of the NCT, said;
"These new guidelines may make a difference for a while, but very quickly companies will find a way around them to make sure they get the message they want across."
A Save The Children spokeswoman said: "They have missed an opportunity to close the loopholes in the law banning the promotion of formula milk in the UK once and for all to protect the health of mothers and babies."
Roger Clarke, head of the Infant and Dietetic Foods Association, said the new guidelines looked to be a "pretty sensible, measured approach from the government.......All the data suggests that advertising is not a factor when it comes to women's decision to choose infant formula over breastfeeding. There are many other issues, from physical pain to achieving a balanced lifestyle."
November 2007
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